Best PR tactics: The formula for campaign magic

PR is notoriously difficult to measure, and as the communications landscape continues to change, it’s not getting any easier. Although there are valuable metrics, such as advertising equivalent, social reach, and coverage hits, none fully define a PR campaign’s true impact and what it takes to win consumers’ trust.  

In addition, we continue to see the boundaries of PR blur. Beyond traditional media relations, the best PR tactics now encompass influencer advocacy, video content, and podcasting. 

The newsroom also looks drastically different from just two years ago, with media outlets now having dedicated social news desks.  Journalists monitor and repurpose viral stories from social platforms and craft dedicated content for these channels. 

On top of this, journalists are spread thin so your PR story needs to cut through the noise. Below, Yours Sincerely Co-founder Amy Simpson looks at the PR campaign tactics used by big brands to create PR magic, with her three-step formula for getting it right. 

So what makes a successful PR campaign? 

There’s no denying that brands that showcase real, person-led stories get the most bang for their buck. But despite some of the most successful PR campaigns looking off the cuff, there’s a lot of behind-the-scenes work that goes into creating them. Follow these three tactics for a successful PR story:  

1. Start by thinking big

Ironically, this is one of the few instances where quantity over quality is the way forward. Getting your team in a ‘state of flow’, where no idea is too ridiculous, is the best place to start – Amy’s favourite opening question for a brainstorm is: ‘What will get us fired?’. 

This creative process means one unfiltered idea can spark another in someone else. Creating a safe brainstorming space where no idea is a bad idea is the best way to get the creative juices flowing. 

2. Stay authentic to the brand

Once you have your bank of weird and wonderful ideas, start interrogating. Here, your main line of questioning should be if you are being authentic. You might have an amazing concept, but if it doesn’t align with your vision and purpose, it just won’t work. 

Also, authenticity doesn’t mean spontaneity. Don’t jump on every trend, but focus on what resonates with your brand and your audience. Would people expect this from your brand, does it feel right?

3. Move quickly

In the information age, you need to act fast when it comes to the news agenda (again, only if it aligns with your vision). This combines having a finger on the pulse to spot new trends, and forward planning, such as looking ahead to major awareness days or national events.

Bonus: A quick note on pitching to the media. 

Did you know 68% of journalists say data is the most useful thing a PR contact can provide? 

Journalists are time short, so it is more essential than ever that your PR pitch is water-tight and grabs attention.  From sending across content bundles,  including media-ready pictures and video, or data and insight, to writing SEO-ready pitches, a press release alone won’t secure coverage.

Now, let’s test the formula against some campaigns. 

• McDonald’s: it’s okay not to be happy all the time. 

A campaign that has stuck with us is McDonald’s’ mental health awareness campaign with BBC’s Children In Need in 2024, which swapped out the smile on its Happy Meal for this powerful message.

Brave: Swapping out its iconic symbol is a major move and a surefire way to get attention. The happy meal has been an institution since 1972!

Authentic: It tackles a powerful message but doesn’t compromise its brand identity and audience – the campaign was backed up with stats on children’s mental health.

Topical: Launched during mental health awareness week to catch the eyes of consumers and bring attention to important research.

• McDonald’s influencer marketing fails: The Stormzy meal

On the flip side, McDonald’s missed big for its celebrity partnership with Stormzy. As an advocate against the Israel-Gaza War, taking to social media to show solidarity with the Palestinian people, this partnership with McDonald’s came as a surprise to his fans, (the fast food chain has allegedly provided thousands of free meals to members of the Israeli military.)

Fans took to social media to label Stromzy a sellout, noting his pro-Palestinian posts were removed from his Instagram page. The misalignment between Stromzy’s brand identity and the collaboration isolated both consumers and his audience, making him appear inauthentic and untrustworthy. 

• Authentic influencing: Amelia Dimoldenberg x Bumble 

One great example of an influencer partnership is social media presenter Amelia Dimoldenberg’s ongoing work with Bumble. The presenter of Chicken Shop Date, who interviews celebrities over dinner, meant working with a Gen Z dating app is a perfectly fitting collaboration. 

Relevant, targeted messaging: The partnership makes sense for the app’s Gen Z audience. Amelia is a trustworthy ambassador for Bumble. 

Perfectly aligned: Amelia’s brand makes sense, especially as Bumble is women-focused. 

Timely: Unveiled at the start of 2025,  with Amelia hosting an annual Valentine’s Day party to kick off the partnership. 

• Tesco’s flipping brilliant OOH campaign for Shrove Tuesday

Concise, clever messaging: All the information you need in the least words possible. The ingredients, the date, and the branding. 

Simple and helpful: It’s very much in line with Tesco’s brand messaging. 

Relevant: Of course, it coincided with pancake day. Plus, it was a great use of OOH, as it reminded consumers while they were out and about. 

• And finally, some meal deal fails.

Following the Welsh Government’s announcement to ban supermarket discounts and promotions of unhealthy snacks, consumers voiced discontent over restrictions to purchasing freedom. Sainsbury’s similarly isolated its consumers with changes to its popular lunchtime deal.

The supermarket has introduced alcohol-free beers as a drink option when buying a discounted snack and main. Although non-alcoholic brands are increasingly popular, Sainsbury’s messaging missed the mark. Having alcohol brands as part of a day-time meal deal was confusing to shoppers. Not only does it feel very close to promoting day drinking, but it also puts alcohol brands in front of children and people who might be trying to avoid it. 

The best PR tactics in a nutshell 

Despite a tough media landscape when it comes to securing editorial coverage, there are tried and tested PR tactics to give you a solid chance of generating results and PR campaign success. 

A bold and creative message and a time-sensitive hook are great places to start. But most importantly, placing authenticity at the heart of everything you do means you can’t go far wrong. 

If you’re interested in finding out more, for our next YS Does Brunch event, we have award-winning journalist Simon Read talking about the rise of the social newsdesk and what you need to do to get your stories noticed. 

Book your place here